Assessing Your Planned Giving Program

1. Assessing Your Planned Giving Program Doug McDaniel JD, CFRE The Salvation Army Eastern Territory 440 West Nyack Road, West Nyack, NY 10994 845-620-7319, douglas_mcdaniel@use.salvationarmy.org

2. Assessing Your Planned Giving Program • Institutional factors • The existing planned giving program • Planned Giving Marketing • Office Operations • Planned Giving Staff

3. Perspective in viewing planned giving programs • Some things we expect to see in every program • Organizations are very different • Degree of optimum achievement within an organization

4. A. Institutional Factors/Questions • Age of the organization • Expected duration, perception of this by constituents • Stated vision for the future • Planned giving case for support • General practices on use of matured planned gifts in the past, future expectations • Extent of such receipts • Extent of outright stock and bond, property gifts

5. A. Institutional Factors/Questions • Level of leadership interest and support * CEO * Board * Chief Development Officer * Senior staff • Have any of these made a planned gift • Date of last organizational strategic plan • Development annual and strategic plans • Extent of policies that relate to planned giving—gift acceptance policies, allocation of undesignated planned gift maturities

6. A. Institutional Factors/Questions • How does the organization raise funds? • Data systems in place • Organizational communication channels • Five year trends in fundraising revenue, # of annual donors, overall revenue, net revenue, programmatic statistics • Size of endowments and reserves

7. A. Institutional Factors/Questions • Is there a detailed analytics report on the donor database? • Size and geographical dispersion of the donor file • Who has personal contact with donors and prospects for gifts among staff and volunteers *By personal mail *By personal email *By telephone *Face to Face

8. B. Planned Giving Program • Is there a program • How long in operation • Program description and plan of operation • Policies and procedures • Annual budget • Staffing level, full and part time, budgeted vs. in place

9. B. Planned Giving Program • Amount of prior matured planned gifts attributed to the program, total matured planned gifts (last five years) • # and value of known planned giving commitments *Bequest commitments, living donors *Other revocable commitments, living donors *Gift annuities *CRT’s *Other gifts • Same info for pg production last three years • PG Annual production goal • Annual production plan, long range plan 12. Number of annual stock and bond gifts for organization

10. B. Planned Giving Program • Number of planned giving donors *Stewardship plan, how, by whom 14. Number of inquirers on record *Follow up plan, how, by whom 14a.Same for other identified prospects • Is there a list of the top 10 donor/prospects in the PG office with plan and target?

11. B. Planned Giving Program • #, size, type of planned gifts in negotiation/serious discussion currently • Budget for planned giving *Personnel *Benefits, etc. *Marketing *Travel *Training *Equipment *Consultant/legal counsel *Other 17a. Budget management, preparation, variance reports

12. B. Planned Giving Program • Donor database *How are planned gift records maintained *Leads and inquiries *Moves management *Calendaring *Contact records • Technical Software type, users • Legal counsel for planned giving *Percent of practice devoted to advising charities on planned giving, estate planning practice

13. B. Planned Giving Program • What institution/broker handles stock and bond gifts for the organization • Who handles calls for securities and property gifts, who handles internal processing—background, qualifications • Management of life income funds and administration, back office • Decedent’s estates processing—who, what department—access to death notices and estate distribution info • Organization’s capacity to handle real estate gifts

14. B. Planned Giving Program • Equipment *Office and standard furnishings *Networked computers *Access to main database *Notebook computers *Remote access *Dictation, cell phones, GPS, mapping software *Color printer *Storage

15. C. Planned Giving Marketing • Marketing budget • Marketing annual plan • # Targeted mail pieces • #, volume of mass communications • Planned giving collateral • Web, electronic marketing • Seminar marketing

16. C. Planned Giving Marketing • Legacy/recognition society • Planned gift events • Advisor marketing • Professional advisory council • Lead fulfillment processes • What organizational constituents are “off limits”

17. C. Planned Giving Marketing • Referrals *Internal—leadership *Internal--program staff *Internal—other development staff *Volunteers *Advisory council *PG donors *Other

18. C. Planned Giving Marketing • Integration with overall Development *PG piggybacking *Presence in house organs *Events strategies inclusion *Ability to send PG messages to annual donors *Assignment system *Cross referrals and consults *Regular prospect review *PG in development dept plans and meetings • Board of Trustees *PG presentations *Development and/or PG committee *Trustees with planned gifts or referrals

19. C. Planned Giving Marketing • Decedent’s estates *PG communications with fiduciaries *PG communications with heirs and beneficiaries *Stewardship and condolences practices 18. PR and program communication flow to planned giving

20. D. Planned Giving Office Operations • Data management—pg records and overall development records • Lead recording and tracking • Contact records practice and maintenance • Location of office, proximity to development, program, main office • File security

21. E. Planned Giving Staff • Org Chart and personnel roster • Job descriptions *Full time or part time PG *Defined by proportion of time allocated *Extent of back office duties • Resume, qualifications, experience of staff (certifications—JD, CFP, CGPA, etc.) • Performance evaluations of staff • Goals and objectives

22. E. Planned Giving Staff • PG Training Completed • PG annual training plans • Professional memberships, participation • Facility with PG software • Familiarity with estate and asset transfers, financial concepts, income and estate taxation, property ownership • Ability to recognize gift planning issues in the planning process • Supervisory responsibility • Secretarial, support staff

23. E. Planned Giving Staff • Professional staff time allocation *Monthly # donor, prospect personal visits and phone calls *Monthly # other constituent connections *Monthly # proposals made *Monthly days in field connecting with donors/prospects vs. office time *Monthly time on meetings, reports, organizational happenings

24. E. Planned Giving Staff • Lead follow up *Achievement of consistent timely follow up *Degree of persistence—multi follow ups *Monthly prospect phone call *Lead follow up recording • Business miles logged monthly • Nights on the road monthly

25. E. Planned Giving Staff • History of achieving goals—last two years *$ Production *Organizational definition of production *# of deferred gifts *# of outright gifts • Supervisory capability of director

26. E. Planned Giving Staff • Capacity of staff to communicate complex gift techniques and information in an understandable way • Capacity of staff to communicate programs and organizational mission • Has each PG staff member made a planned gift

27. Assessing Your Planned Giving Program • Institutional factors • The existing planned giving program • Planned Giving Marketing • Office Operations • Planned Giving Staff --Plus Thoughts for the Future--